1. •Indra
Kimmele
•Arnis
Ozols
EMBA13
-­‐
PRODUCT
ANALYZE

2. Bubblicious)
Big)Red)
Smint)
Eclipse)
Juicy)Fruit)
Wrigley's)
Hubba)Bubba)
Mentos)
Dirol)
Orbit)
0)
50)
100)
150)
200)
250)
0) 200) 400) 600) 800) 1000) 1200) 1400) 1600) 1800)
CHEWING GUM AWARENESS
Awareness
BUBBLE SIZE = CONSUMPTION
CHEWING GUM MARKET LATVIA
0" 200" 400" 600" 800" 1000" 1200" 1400" 1600"
Bubblicious"
Big"Red"
Smint"
Eclipse"
Juicy"Fruit"
Wrigley's"
Hubba"Bubba"
Mentos"
Dirol"
Orbit"
CHEWING GUM CONSUMPTION
• ORBIT and DIROL are market leaders in terms of brand awareness
• ORBIT and DIROL are the brands that have been tried the most
• More women are aware about chewing gum brands than men
AFFINITY WOMEN
AFFINITY MAN
SOURCE:TNS ATLAS 2013

3. OUR PRODUCT CHOICE

4. Quantitative survey
• Convenience sample in Twitter,
Facebook and by direct e-mails was
chosen, Internet based survey sent
• 73 persons answered the survey
• Survey was prepared in the native
language of respondents.
• This is not a representative sample
and conclusions can not be
generalized
• We are aware, that by manipulating
with questions, answer option
orders, applied pictures and
ingredients the responses may vary.

5. 0"
1"
2"
3"
Orbit"Winterfresh" Dirol"Frosty" Maximum"Turbo" Orbit"Winterfresh" Dirol"Frosty" Maximum"Turbo" Orbit"Winterfresh" Dirol"Frosty" Maximum"Turbo" Orbit"Winterfresh" Dirol"Frosty" Maximum"Turbo"
No"zemāk"uzskai@tajām"kožļājamajām"gumijām,"kuru"jūs"izvēlētos?"" Veiciet"jūsu"izvēlni"pamatojoMes"uz"katra"produkta"īpašību"skaita" Veiciet"jūsu"izvēlni"pamatojoMes"uz"katra"produkta"īpašībām" Veiciet"jūsu"izvēlni"atbilstoši"produkta"iepakojumam"
Plenty of answers
• We analyzed the answers using descriptive statistics

6. The choice - based on branding
• Respondents show brand loyalty
• Orbit - strong brand, choice number one
• Unknown brand - the last choice

7. The choice - based on number of features
• Number of features make difference for some of respondents
• In general preferences stay in the same order

8. The choice - based on particular features
• Features change consumers attitude and choice
• Preferences switched from Dirol to Maximum Turbo
• Strong brand awareness to Orbit

9. The choice - based on packaging
• Brand is recognized by the packaging
• The packaging is important for consumers` choice, especially for unknown brand
!

10. 0"
0.5"
1"
1.5"
2"
2.5"
3"
Orbit"Winterfresh" Dirol"Frosty" Maximum"Turbo"
First"selec?on"
Number"of"features"
Features"revealed"
Package"revealed"
SUMMARY
• Preferences may be influenced and changed

11. 0"
0.5"
1"
1.5"
2"
2.5"
3"
First&selec*on&Orbit&Winterfresh&
First&selec*on&Dirol&Frosty&
First&selec*on&Maximum&Turbo&
Number&of&features&Orbit&Winterfresh&
Number&of&features&Dirol&Frosty&
Number&of&features&Maximum&Turbo&
Features&revealed&Orbit&Winterfresh&
Features&revealed&Dirol&Frosty&
Features&revealed&Maximum&Turbo&
Package&revealed&Orbit&Winterfresh&
Package&revealed&Dirol&Frosty&
Package&revealed&Maximum&Turbo&
Total" Men" Women"
Demographic analyze
• No big difference in decision making among men and women
• Women react more sensitive to the number of features and exact kind of features
!

12. 0"
0.5"
1"
1.5"
2"
2.5"
3"
First&selec*on&Orbit&Winterfresh&
First&selec*on&Dirol&Frosty&
First&selec*on&Maximum&Turbo&
Number&of&features&Orbit&Winterfresh&
Number&of&features&Dirol&Frosty&
Number&of&features&Maximum&Turbo&
Features&revealed&Orbit&Winterfresh&
Features&revealed&Dirol&Frosty&
Features&revealed&Maximum&Turbo&
Package&revealed&Orbit&Winterfresh&
Package&revealed&Dirol&Frosty&
Package&revealed&Maximum&Turbo&
Total" Iphone" Android" Ci7"
Lifestyle analyze
• The choice of those who use "other" phone differs from other users
• Deviation for “other” phone users varies because of the smaller sample
!
!

13. • Consumers`habits and perceptions make the big role in
decision making process
• The strong brand loyalty makes impact on decisions
• Adding features do change people attitude
• Consumers can easily switch preferences and change
attitude if influenced
• It is more easy to make impact on consumers`choice when
the brand is not so well-known, both – positive and negative
impact
GENERAL CONCLUSIONS